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5 Steps to a 100% Lift in Key Metrics

The Marketing Sherpa recently posted a case study on a campaign that brought an IT consulting business extremely impressive results. 125% increase in unique site visitors? 153% increase in average page views per visit? With a mix of traditional marketing and website redesign, your site could get some serious attention.

These are the steps outlined in the article:

Step #1: Before you get started, identify your key targets. Who are your strongest customer segments? Are you looking to target by location? Consider your top 2-3 customer groups you want to reach.

Step #2: Then you can begin to redesign your homepage with those targets in mind. This redesign does not have to be a full overhaul of your site, either. The goal is to help prospects immediately find a click path into your website. In this case, they added large buttons in a billboard that were labeled after their target audiences.

Step #3: Even if your overall message is the same, tweak your standard copy so that each target audience feels that your message is unique to them. For example, when a prospect clicks on their button on your homepage, you can bring them to copy that includes your overall benefits and features that have simply been reworded to appeal to their specific needs.

Step #4: Reach your target prospects with direct mail. Once you’ve added your site updates, send out a postcard conveying your core message with a call-to-action.

Step #5: Simply enough – follow up with those postcard recipients. For example, your team could begin placing phone calls 3-4 days later to conduct a free evaluation of their needs and to schedule an on-site visit.

Their results were fantastic – imagine how tailoring a classic campaign like this to your organization could help you reach new prospects and bring in business in areas you never have before!

Read the full case study here: http://www.marketingsherpa.com/article.php?ident=31881

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When web-site redesigns aren't necessary

New years often bring the desire to launch "new and improved" web-sites. In his article, "Why Most Website Redesigns Have a Half-Life" Mike Volpe, VP of inbound marketing at HubSpot, explains why it may not always be in a company's best interest.

The article points out that frequent redesigns can work against you both in regards to search engine optimization and usability. Mike points out that refreshing a site and making sure content is relevant is important, and not the same as a complete redesign.

Ultimately, it's important to maintain your web-site, just be sure to keep your prospects and customers in mind and temper the desire for new and different for the need for content and usability.

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Take the right time to capture your visitors

It's been well documented that people judge the page they are viewing quickly before making a judgment. In his short article Powers of 10: Time Scales in User Experience, Jakob Nielson explains why it's important to understand the purpose of your design in order to optimize the usability.

Jakob Nielsen, Ph.D., is a User Advocate and principal of the Nielsen Norman Group which he co-founded with Dr. Donald A. Norman (former VP of research at Apple Computer). Before starting NNG in 1998 he was a Sun Microsystems Distinguished Engineer. More of his work may be found on his site Useit.com.

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Search friendly URL's can only help ranking

A lot of work goes into putting a web-site together: content creation, page design, and site architecture are all important elements. One element that may seem obvious but is often overlooked is the URL for each page. In his article URL Best Practices and Guidelines Reminder, Jody Nimetz of Enquiro Search Solutions Inc. offers a list of best practices to consider when creating and or revising the URL's for your site. Jody Nimtez is an on-line marketing specialist who offers tips and advice on his blog Marketing Jive.

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